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Marketing 201 chapter 13

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integrated marketing communication (IMC)
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multichannel promotional strategy
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word-of-mouth communication
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communication model
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source
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encoding
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message
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medium
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receiver
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decoding
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noise
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feedback
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promotion mix
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mass communication
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hierarchy of effects
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top-down budgeting techniques
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percentage-of-sales method
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competitive-parity method
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bottom-up budgeting techniques
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objective-task method
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push strategy
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pull strategy
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advertising
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product advertising
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public service announcements (PSAs)
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advertising campaign
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do-it-yourself (DIY) ads
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reminder advertising
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execution format
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tonality
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jingles
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slogans
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pretesting
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digital media
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owned media
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paid media
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posttestnig
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sales promotion
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unaided recall
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aided recall
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attitudinal reasures
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rebates
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frequency programs
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premiums
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product sampling
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trade sales promotions
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merchandising allowance
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case allowance
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co-op advertising
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trade shows
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promotional products
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point-pf-purchase (POP) displays
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push money
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